Rubina Carlson.
Marketing leader. AI builder. Storyteller.
15+ years of marketing experience across tech, tourism, higher education and healthcare. Head of Marketing Transformation and Growth at Torrens Health, leading the marketing team from Adelaide and building AI into how the function works.
What I do.
I'm Head of Marketing Transformation and Growth at Torrens Health, an Australian healthcare and support services group. I am based in Adelaide.
I lead the marketing team across digital and AI, communications, content and engagement, and marketing projects.
The job is to make marketing something the whole business can use. Clear priorities instead of a queue of requests. Customer feedback and market intelligence that reach the people making the decisions. Growth work tied to what the business is actually trying to do. And AI built into the everyday, so a small team covers a lot of ground.
Before this I was Head of Marketing at 90 Seconds, leading the global marketing team from APAC. I owned inbound end to end and grew it into $7.6M USD in pipeline and $1.6M USD closed. I prototype in Replit and Claude Code, and I built AI tools my team used every day.
Outside the day job, I've been a Director of Digital Adelaide since 2015, the largest marketing conference in South Australia. I also lecture in marketing at UniSA and TAFE SA on and off since 2011, where I designed and delivered the first tertiary social media course in Australia.
Recent work.
A short tour of the wins that explain what I do.
Building AI tools at 90 Seconds→
Head of Marketing · 2024 – 2026
Built 90Labs, a sales-enablement workspace hosting 29+ assets, and a Pitch Builder in beta with the global sales team. Helped build out the GTM OS, the internal operations platform, alongside the VP of Product.
$7.6M pipeline at 90 Seconds→
Head of Marketing · 2024 – 2026
$7.6M USD in pipeline and $1.6M USD closed through inbound lead generation and performance optimisation across HubSpot, paid, and content.
K-TIG, Refuel Creative→
Digital Marketing Manager · 2023
172% increase in B2B website leads via a comprehensive HubSpot rebuild. Won the HubSpot Impact Award for Platform Excellence, my third Impact Award in three years.
Digital Adelaide→
Director · 2015 – 2025
Grew Digital Adelaide 5x, from 40 delegates to 200+, into South Australia's largest marketing conference.
“She applies vision, anticipation, leadership and technical expertise all in one — as well as being an amazing person.”
Richard Littleton
Business Development | Research | Marketing | Strategic Communications — Client at Refuel Creative
More recommendations →
Who I am.
Industry experience across tech and SaaS (90 Seconds), agency-side B2B (Refuel Creative), and tourism (SeaLink Travel Group). Recognised by HubSpot Impact Awards in 2020 (twice) and 2023.
The thing I get most excited about right now: how AI lets a marketing team punch well above its weight. Less template, more bespoke. Less throughput pressure, more thinking time.
Based in Adelaide. Australian citizen. Certified Practising Marketer (CPM) through the Australian Marketing Institute. Bachelor of Media in Marketing, University of Adelaide.
Read the longer story →